Online market research is an effective tool where an organisation has an existing relationship with those being surveyed. Such web-based research can itself form part of a positive and interactive relationship with customers, business associates, and employees.

 Alternatively, there are a number of successful techniques for targeting non-customers. It is important to consider that internet penetration in SA is still extremely low and it is suggested that online surveys are only conducted when the target market is in the higher LSM’s or alternatively for a business to business study.

Two overall advantages of conducting market research online are cost savings and the ability to generate results very quickly. In addition to speed and cost savings, web-based research:

• Is often the preferred method of interaction for the many people who use the internet regularly
• People feel they are in their own personal "space" online, so they are often much more revealing about their opinions, attitudes, and beliefs, which is particularly useful for consumer research work.

• Avoids the intrusion and disruption which phone surveys can create.
• Allows respondents to complete surveys whenever and wherever it is most convenient for them.
• Avoids gatekeepers who may screen-out paper-based surveys
• Allows multimedia to be displayed, such as video, pictures etc
• Avoids the costs of repeated contact attempts with phone surveys